Kia Carens: Growing up can be fun

Campaign details

Client: Kia Motors Europe
Brand: Kia Carens
Agency: Innocean Worldwide Europe
Category: Automotive
Country: Germany

The loudest voice in motoring, Jeremy Clarkson, has on more than one occasion said that "people carriers are for people who have given up". A sweeping statement from the opinionated front man of the TV show "Top Gear". But as he speaks to a loyal weekly audience of around 350 million people worldwide, it's a hard image to shake off. Even though it's not (completely) true. When you have kids, it seems the reason for looking at the MPV sector is driven more by a practical requirement, rather than fuelled by personal desires and emotions. The Kia Carens, with its 7 seats, is definitely a people carrier. But the biggest challenge is that it lives in an "unsexy" sector in steady decline and one in which Kia has a lack of heritage.

Business objectives